日照旅游“零负团费”现象分析及治理研究

【作者】 张鑫；

【导师】 吴军；

【作者基本信息】 曲阜师范大学 ， 旅游管理（专业学位）， 2019， 硕士

【摘要】 日照是新型的沿海旅游城市。近年来,面对大众休闲时代和航空高铁时代到来机遇,积极实施“旅游富市”战略,推进日照旅游向优质、精品转变。由于日照市旅游资源产品特色不明显、同质化严重等历史原因的存在,早在2009年日照市旅游市场开始出现旅游“零负团费”现象并一直影响着日照旅游市场健康发展,日照市旅游主管部门虽采取了一系列措施进行市场整顿,但旅游“零负团费”现象并没有得到有效根治。本文以日照滨海旅游为研究对象,从利益相关者角度,分析日照旅游“零负团费”现象产生与现状、成因,以及“零负团费”游客及其动机,并提出合理的治理建议。首先,本文在利益相关者理论、游客满意度理论、博弈论、信息不对称理论及相关研究的基础上,设计日照旅游“零负团费”游客体验感知调查问卷,并通过实地调研、访谈获取数据。其次,运用因子分析、方差分析等方法,分析日照旅游“零负团费”游客体验感知内容,探究不同人口属性特征的游客对日照旅游“零负团费”体验感知差异;通过无结构式访谈的形式获取日照旅游市场不同利益相关者对旅游“零负团费”认识的相关文本数据,了解日照旅游“零负团费”的具体运作机制。通过以上数据分析日照旅游“零负团费”游客动机、产生与现状以及形成原因,并据此提出针对性治理建议。本文研究结论如下:(1)日照旅游“零负团费”现象的产生有其客观性,其形成原因既包括旅游产品同质化、旅行社低价竞争、旅游需求旺盛等因素,也包括经营者、游客方面因素。在旅行社、旅游景区、购物店、游客的多方利益博弈下日照旅游“零负团费”现象得以产生、蔓延。(2)旅游业治理涉及文化、公安、工商、交通、行政执法、物价等多个部门,关系到客源地和目的地市场,仅仅依靠旅游目的地或旅游行政主管部门很难实现有效治理,需要加强区域协作和多部门联动,加强互动执法和联合治理,制定长效机制,有效推动日照市旅游市场持续健康发展。(3)旅游“零负团费”现象产生具有一定必然性和法理上的不合理性。它在一定时期内对繁荣日照市旅游市场起到了一定的推动作用。但在日照“旅游富市”的大背景下,立足日照市旅游长远发展,“零负团费”现象必然会加剧旅行社、导游与游客之间的矛盾和冲突,对日照市旅游可持续发展带来更大的负面效应,不利于日照市旅游产业提质增效。本文从利益相关者角度,提出旅游法律方面治理、完善旅游行业监管、加快旅游行业规范升级、提升旅游从业人员的职业认同感、引导旅游者树立正确的消费观五个方面的治理建议。更多还原

【Abstract】 Rizhao City is a new type of coastal tourist city.In recent years,in the face of the opportunity of the mass leisure era and the aviation high-speed rail era,we actively implemented the strategy of “tourism rich city” and promoted the transformation of Rizhao tourism to quality and quality.Due to historical factors such as the lack of characteristics of tourism resources products in Rizhao City and the serious homogeneity,as early as 2009,the tourism market in Rizhao City began to show the phenomenon of “zero inclusive-fee” and has always affected the healthy development of the Rizhao tourism market.Although the tourism authorities of Rizhao City have adopted a series of measures to carry out market rectification,the phenomenon of “zero inclusive-fee” for tourism has not been effectively cured.Thesis takes Rizhao coastal tourism as the research object,analyzes the occurrence and current situation of Rizhao tourism “zero inclusive-fee” from the perspective of stakeholders,and the “zero inclusive-fee” tourists and their motives,and proposes reasonable management suggestions.Firstly,based on stakeholder theory,tourist satisfaction theory,game theory,information asymmetry theory and related research,thesis designs the survey questionnaire of “zero inclusive-fee” tourists experience perception of Rizhao tourism,and obtain data through field research and interviews.Secondly,using factor analysis and analysis of variance,thesis analyzes the perceived content of the “zero inclusive-fee” tourists experience in Rizhao tourism,and explores the differences in the perception of “zero inclusive-fee” experience for tourists with different population attributes.Through the form of unstructured interviews,we can obtain relevant text data of different stakeholders in the Rizhao tourism market on the “zero inclusive-fee” of tourism,and understand the specific operation mechanism of “zero inclusive-fee” for Rizhao tourism.Through the above data,the motivation,origin,status quo and causes of the “zero inclusive-fee” of Rizhao tourism are analyzed,and the targeted governance suggestions are proposed accordingly.The conclusions of thesis are as follows:(1)The phenomenon of “zero inclusive-fee” in Rizhao tourism has its objectivity.Its formation reasons include factors such as homogenization of tourism products,low-cost competition of travel agencies,and strong tourism demand,as well as factors such as operators and tourists.Under the multi-interest game of travel agencies,tourist attractions,shopping shops and tourists,the phenomenon of “zero inclusive-fee” for Rizhao tourism was generated and spread.(2)Tourism governance involves many sectors such as culture,public security,industry and commerce,transportation,administrative law enforcement,and price.It is related to the source and destination markets.It is difficult to achieve effective governance solely by relying on tourist destinations or tourism administrative departments.It is necessary to strengthen regional cooperation and multi-sectoral linkage,strengthen interactive law enforcement and joint governance,and formulate a long-term mechanism to effectively promote the sustainable and healthy development of the tourism market in Rizhao City.(3)The phenomenon of “zero inclusive-fee” for tourism has certain inevitability and legal irrationality.It has played a certain role in promoting the tourism market of Rizhao City in a certain period of time.However,under the background of Rizhao’s “tourism rich city”,based on the long-term development of Rizhao City tourism,the phenomenon of “zero inclusive-fee” will inevitably aggravate the contradictions and conflicts between travel agencies,tour guides and tourists,and the sustainable development of tourism in Rizhao City.The greater negative effects are not conducive to improving the quality and efficiency of the tourism industry in Rizhao.From the perspective of stakeholders,thesis proposes governance aspects such as governance of tourism law,improvement of tourism industry supervision,speeding up the upgrading of tourism industry,improving the professional identity of tourism practitioners,and guiding tourists to establish correct consumption views.更多还原